Asda shoppers can buy Gucci clothes from just £12 today

Father, Son and House of Gucci

In a team-up no one saw coming, Asda has partnered with Gucci - yes Gucci - to publicise the new film House of Gucci starring none other than Lady Gaga. Asda announced on Friday November 26 that it would be stocking a range of pre-owned Gucci items across its stores for customers to buy for as little as £12. https://www.youtube.com/watch?v=pGi3Bgn7U5U But of course, there's a catch. Asda staff will be stashing the clothes so you will have to hunt them down like a designer bloodhound. The PR stunt is in association with vintage wholesaler PreLoved who happens to be the supermarket's sustainability partner.

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With 30 pieces out there somewhere, this will surely be the Hunger Games of fashion. This marketing tactic is to publicise director Ridley Scott's new House of Gucci film and so naturally you are encouraged to put images on social media should you cop the garms. https://www.youtube.com/watch?v=njyAPxJKXJk The film chronicles the rise and fall of the Gucci dynasty, with Oscar winner Lady Gaga steering the ship as the notorious Patrizia Reggiani. Star Wars' Adam Driver accompanies her, with Jared Leto and Salma Hayek also billed as delivering incredible performances. On the Gucci launch, Asda said: "Thirty exclusive pieces will be hidden in stores around the UK, with teasers on social media encouraging customers to hunt through their local Asda for the chance to purchase a piece of designer history for as little as £12. We have some of the fashion house’s iconic shirts, jackets and dresses." Pieces you could discover include a £2,000 coat for £25, £800 black and purple dress for £15 and numerous other high-fashion collectable items. https://www.youtube.com/watch?v=hzGV5W47DY8 The big question is... how many nans are going to buy Gucci without even realising it? "We’re delighted to be able to offer their customers the chance to pick up something they have always dreamed of owning in their local supermarket," said Steve Lynam, managing director of Preloved. This news comes on Black Friday - so happy hunting and may the odds be ever in your favour.

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